1. We created content to the article.
We wrote an article where Mathias Ekman, Microsoft Business developer for health and medical care, discussed his view of the lack of digital leadership in the public sector. The headline became "Digitalisation requires leadership and courage".

2. The article was published on our site and in print.
We designed the article as a full-page advert in the newspaper. They also published it as a full-text with photos labelled as an avert on the site. There, we caught the
attention of visitors with promos in the news flow on the home page, and all the article pages in the site.


3. We promoted the article in social media.
Then we created adverts to spread to our totally unique target audiences on Facebook, Instagram and Messenger. Our target was attracting public sector market decision makers to read the article.



4. Powerfull results
30,000* policy makers and senior public-sector managers saw the article in the newspaper. The adverts had more than 200,000 times exposures on the site. The adverts in social media receive over 400,000 exposures, getting more than 600 link clicks. On the site, the article was read more than 6,800 times, and visitors stayed for 2 minutes 23 seconds on average.
* Dagens Samhälle has 60,000 readers. Adverts in Dagens Samhälle are seen by 50% of readers, according to research firm RAM. The corresponding figure for native adverts is 60%